Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Department of Management and Marketing | en_US |
| dc.contributor.advisor | Gorn, Gerald (MM) | en_US |
| dc.contributor.advisor | Jiang, Yuwei (MM) | en_US |
| dc.contributor.advisor | Huang, Feifei (MM) | en_US |
| dc.creator | Huang, Jiexian | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/11726 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.title | No time to enjoy the extra! Aging and consumer reaction to volume-based sales promotion | en_US |
| dcterms.abstract | The world's population is rapidly aging, which presents firms with a plethora of opportunities and challenges. The question of how to increase the effectiveness of marketing tactics aimed towards senior citizens has gradually been a focus of marketers' attention. Through nine studies, including two incentive-compatible designs, the present research explores how a fundamental sociological factor, aging, affects consumers' reactions to sales promotions. The results show that both chronological and psychological aging decreases consumers' favorability toward products offered with a volume-based promotion (e.g., products with free extra product volume) (Studies 1 and 2), and this effect is driven by a limited time-horizon perspective among aged consumers (Study 3). Two boundary conditions are discovered in Studies 4 and 5. Specifically, the investigated effect is weakened or dismissed when the nature of a volume-based sales promotion is disguised (Study 4) and when the promoted extra product volume can be separated from the focal product (Study 5). Furthermore, the effect of aging on consumer reaction to volume-based promotion is moderated by consumption contexts and product positioning. I find that the observed effect is diminished or dismissed in situations where product judgments are detached from the consideration of consumption time, such as in the case of purchasing for others (Study 6) and when a product is positioned as a family-sized product (Study 7). The current work contributes to the literature on consumer aging, limited time-horizon perspective, and sales promotion, and provides substantial managerial implications. | en_US |
| dcterms.extent | ix, 101 pages : color illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2022 | en_US |
| dcterms.educationalLevel | Ph.D. | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.LCSH | Older consumers -- Attitudes | en_US |
| dcterms.LCSH | Sales promotion | en_US |
| dcterms.LCSH | Marketing | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.accessRights | open access | en_US |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/11726